PureBrands

SHEEX Inc. operates in the home textiles market, having established the “performance bedding” category. The company was founded in 2007 by Susan Walvius and Michelle Marciniak and officially launched in 2008. The concept for the business emerged from the founders' backgrounds in elite athletics; Walvius was the head women's basketball coach at the University of South Carolina for over a decade, and Marciniak, a former WNBA player and Final Four MVP, was her assistant coach. They recognized that the moisture-wicking, breathable, and stretchable characteristics of modern athletic apparel could be applied to bedding to improve sleep quality. This insight led them to create bed linens from performance fabrics, a departure from traditional cotton or silk materials.

The company’s business model is primarily direct-to-consumer through its e-commerce website, sheex.com, complemented by a significant retail presence in North American department stores and specialty retailers like Bed Bath & Beyond. After initially licensing manufacturing, SHEEX brought its supply chain in-house to manage production and distribution directly. Financially, the company has progressed through at least eight funding rounds, raising a total of $12 million from investors, including Decathlon Capital Partners and Gaingels, to support inventory, advertising, and customer service needs.

SHEEX's core product is its line of performance sheets, engineered with what it calls SLEEP•FIT® Technology. These products are composed of a polyester and spandex blend, designed to offer superior breathability and moisture-wicking capabilities, which help regulate body temperature by pulling heat away from the body. The fabric's stretch allows it to conform closely to the mattress without wrinkling, while its composition provides a soft, silky feel. The company has since expanded its product portfolio to include a complete “Sleep System,” which now comprises pillows, comforters, mattress pads, and performance sleepwear, all designed with the same foundational principles of temperature and moisture control.

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